Mindshare retains Unilever's £700m media business in Western Europe

LONDON - Unilever has retained WPP's Mindshare to handle its £700m media planning and buying business in Western Europe, ending a seven month review process.

The regional media account for the multinational conglomerate behind a plethora of consumer product brands in foods, drinks, cleaning agents and personal care products is the largest in the business, with the UK accounting for £150m of spend in the last year alone.

Mindshare has also won Unilever's £515 million ($800m) business in North America, after retaining its account in the US and snatching the Canadian part of the business from Omnicom's PHD.

Mediabrand's Initiative was involved in the global review and managed to retain its business in Latin America. Initiative is also believed to have picked up the business in Russia and Mexico.